John Mueller from Google hosted Danny Sullivan, also from Google, on the Search Off the Record podcast to discuss "Thoughts on SEO & SEO for AI. " In summary, they agreed that SEO for AI is essentially the same as SEO for traditional search, but then they dove deeper. The key takeaway is to create excellent, unique, and original content aimed at end users. While shortcuts may appear, as they have with SEO before, these won’t be sustainable.

Therefore, the best approach is to focus on producing authentic and original content that genuinely serves your audience. Additionally, don’t limit yourself to just textual content—incorporate video, audio, visuals, and other formats as well. Danny Sullivan mentioned that AI SEO, GEO, or whatever term you prefer should be viewed as a subset within the broader SEO framework. Here’s the 37-minute part one recording: I took notes during the podcast and shared them on X yesterday, but here they are again: - Traditional SEO and optimization for AI Search are effectively the same. - If anything, GEO/AIO would be considered a subset under the umbrella of SEO. - "It is still SEO, " even though formats vary. - Focus on writing for users, not just for SEO. - While I do SEO, some clients ask for “the new stuff. ” If you need to repackage it, the core long-term strategy remains unchanged from traditional SEO. - Changing formats doesn't mean you need to change your fundamental approach. - Technical SEO is mostly integrated into modern CMS platforms now. - So focus primarily on content creation these days. - In the past, SEO required creating versions for each search engine, but those differences weren’t significant enough to justify the effort. - Over time, distinctions between search engines have diminished. - Consequently, prioritize user experience over specific search engines. - With AI, originality in your content is crucial—not just being “new” for AI or SEO, but truly original. - Large language models and AI systems handle non-original, repetitive content well. - For example, questions like “What time does the Super Bowl start?” are replicated often and are not original. - Audiences seek original materials such as videos, podcasts, and first-hand experiences from forums. - Expert opinions should also incorporate this originality. - Authentic content cannot be fabricated artificially. - Consider whether your content genuinely resonates with your audience, similar to what Danny observes on social media. - The core is being authentic to your followers simply by being authentic. - Danny Sullivan dislikes the term "multimodal"; he prefers to describe it as searching in one way and receiving responses in another. - Therefore, create content in multiple formats beyond text, such as video and audio. - How do you measure success in AI content formats? - It’s not merely about clicks, but about quality clicks and conversions. - New formats generally lead to higher engagement. - Metrics show increased time spent on pages using AI formats. - AI formats help users understand better what they are clicking on. - The concept of query fan-out: John Mueller explained that AI performs multiple searches on your behalf before presenting an answer. - This AI approach provides much more context, often leading users precisely where they want to go. - In some cases, clicks from AI-driven search may be more valuable than those from traditional search. - AI formats are satisfying because they let people search in a way that feels natural. - It’s like asking a librarian a question and having them clarify to understand your real intent. - Danny shared examples of applying geo and search trend data from Google. - Tracking and analytics must improve for AI Search, including enhancements to Search Console. - This will help site owners understand how their content is discovered and whether adjustments are necessary. - However, search engines are increasingly better at understanding content, reducing some of the need for manual adjustments. - Part one concludes with the advice: write for humans and users in the way they prefer to consume content.